CONNECTIONS: Dior campaign hooks women to new scent

Launched globally this month, the women's fragrance completes the Dior Addict line of make-up and accessories.

Della Kwok, Christian Dior communications and public relations manager, said the direct mail was sent to 15,000 consumers, including members of the Christian Dior Club. It included a free gift offer.

As part of the launch and direct mail drive, the brand partnered with upscale retailer Lane Crawford.

"The way our database works is that individual members belong to certain (retail) counters. There are 23 counters in Hong Kong. For a wider reach we chose to partner with Lane Crawford and had access to the company's larger database."

The DM piece, mailed in a plain white envelope with the Dior logo, was sent to women aged between 25 to 40-years-old. "Our target profile was women who are executives. They are confident, sexy women, said Kwok.

Driving the initiative further, Lane Crawford launched an email campaign, using interactive agency Tribal DDB's email engine for mailing and response checking.

The DM creative was, however, produced in Paris by London-based photographer Nick Knight, who shot seductive visuals of Liberty Ross - the same model who featured in the Dior Addict lipstick ads.

Outdoor and other below-the-line activities were used to support the launch. "We ensured high profile positioning at department stores and had an exclusive event attended by local socialites. We don't use television advertising here. Our audience is targeted; below-the-line works well, said Kwok.

The fragrance is a floral blend of "night queen flower, bourbon vanilla and silk tree flower". Its packaging is similar to the brand's lipstick.

Dior Addict is the brand's second major fragrance after 1999's J'Adore, and is expected to account for 18 per cent of the company's women's fragrance turnover.

"It has been a long time since Dior launched an iconic fragrance. We have had fragrance launches seasonally but those have been limited editions.

We are a fragrance brand first; our first fragrance was launched in 1947."

Dior Addict is priced five per cent higher than J'Adore, with a 100ml bottle selling at HK$600 and the 30ml perfume bottle at $1,200.